Dr. Christina S. Simmers



Role: Faculty
Campus: Springfield

Postal mail

Missouri State University
901 S. National Ave.
Springfield, MO 65897



  • PhD, Business Administration: Marketing, Mass Communications minor, 2005, Louisiana State University
  • MBA, 1993, Nicholls State University
  • BS, Hotel, Restaurant and Tourism Administration, 1990, University of New Orleans


  • MKT 772 Marketing Management
  • MKT 351 Consumer Market Behavior
  • MKT 350 Principles of Marketing

Research and professional interests

Research interests

  • Consumer behavior
  • Promotion issues
  • Cross-cultural comparison
  • Generational cohorts

Selected publications

  • Simmers, Christina S., R. Stephen Parker and Allen D. Schaefer, (2014), “The Importance of Fashion:  The Chinese and U.S. Gen Y Perspective,” Journal of Global Marketing, 27:2, 94-105.
  • Simmers, Christina S., Datha Damron-Martinez, and Diana L. Haytko (2009), “Examining the Effectiveness of Athlete Celebrity Endorser Characteristics and Product Brand Type:  The Endorser Sexpertise Continuum,” Journal of Sport Administration & Supervision, 1 (1), 52-64.

Awards and honors

  • Institute for Global Business Research, Distinguished Research Award
  • International Academy of Business and Public Administration Disciplines Conference, Research Award
  • Society for Marketing Advances Doctoral Consortium Fellow
  • Mu Kappa Tau Alpha National Honor Society
  • Eta Sigma Delta Hospitality Honors Society
  • Past Marketing Club Advisor – Club won Outstanding Professional Development Award and Outstanding Marketing Week Award, 2008